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@article{186298,
        author = {BALKRISHNA PRAJAPATI and LAVKESH SEN},
        title = {A Comparative Study of the Impact of Digital and Traditional Marketing on Consumer Buying Behavior in the Vindhya Region},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {1118-1124},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186298},
        abstract = {The rapid growth of digital platforms has transformed how consumers interact with brands and make purchasing decisions. However, traditional marketing methods continue to influence a significant segment of consumers, particularly in semi-urban and rural regions. This study examines and compares the impact of digital and traditional marketing on consumer buying behavior in the Vindhya Region of India. Using a mixed-method approach combining primary data from surveys and secondary data from literature, this research evaluates consumer perception, awareness, and responsiveness toward both marketing types. The findings indicate that while digital marketing drives convenience, engagement, and brand recall among younger consumers, traditional marketing retains influence in creating trust and long-term loyalty among older and rural audiences. The study concludes that a hybrid marketing model integrating both digital and traditional approaches is most effective for businesses in the Vindhya Region.},
        keywords = {Digital Marketing, Traditional Marketing, Consumer Behavior, Vindhya Region, Brand Awareness, E-Commerce},
        month = {November},
        }